Merchandising/Marketing/Retailing: Management

From Interaction to Conversion: The Influence of Streamer Interaction Quality (SIQ) on Consumer Adoption of Live Streaming Commerce  

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Abstract

Live streaming commerce (LSC) is an interactive retail channel that allows brands to demonstrate product features to customers and subsequently helps customers make informed buying decisions. Streamers are key people who connect brands with customers, and their ability to interact plays a critical role in enhancing customer LSC experiences. However, the role of their interaction quality in facilitating customer adoption of LSC remains unexplored in the existing literature. This conceptual paper proposes how various aspects of interaction quality can influence consumers’ perceptions of  LSC through the lens of the technology acceptance model. It also discusses how different LSC platforms (i.e., social media, retailer’s website, or LSC-specialized channel) may moderate the impact of interaction quality on consumer perceptions of LSC. This study contributes to the exploration of the possible dimensions of streamers' interaction quality and their impact on consumer behavior from theoretical perspectives. 

Keywords: Live Streaming Commerce, Live Streaming Platforms, Social Media, Streamer Interaction Quality, Technology Acceptance Model

How to Cite:

Siddique, M. & Lee, A., (2025) “From Interaction to Conversion: The Influence of Streamer Interaction Quality (SIQ) on Consumer Adoption of Live Streaming Commerce  ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21768